We built a brand from scratch for Commonry that delivers fashion fit for more
Commonry is fashion’s new middle ground: they're creating a new space that doesn’t force women to be just ‘standard’ or ‘plus’, bridging the gap by offering expertly-designed, foundational fashion in a range of sizes that's fit for more. Launching with sizes 10-22, online and in with two flagship stores & 18 David Jones locations.
Brand Naming
Brand Strategy
Research
Brand Messaging
Brand Identity
Category Architecture
Product Naming
Ecommerce Packaging
Retail Packaging
Interior Signage
Campaign Art Direction
Campaign Concepting
E-com Art Direction
Web Design
Web Content
Product Copy
Woven Label System
Swing Tag System
Interior Signage
Video Creative Direction
Ad Concepting
Marketing Content
Content Pillars
Email Design
Social Design
Social Captions
The mark
Commonry's mark is a symbol of the symbiotic relationship between the experts, and her, the inspiration. Together they reinforce each other.
Tone of voice
We developed messaging and a tone of voice for Commonry that is confident, real, and cuts the fluff. We never talk to women about their size or body: instead we speak to them about our expertise and simply sell them better options. Their body is their business. Fitting it is ours.
Logo development
The Commonry logotype has an interlocking ‘C’ and ‘o’ to reinforce the symbiotic relationship between Commonry, the experts and her: the inspiration. In drawing the logotype, we took extra steps to test optimal sizing and created formats for embroidery and large format to always retain the highest integrity wherever it shows up.
Product Naming
We developed SEO-driven naming for the launch collection, and worked to best capture and celebrate garments while also capturing search results on department store websites.